kate minns

ASIA BRAND STRATEGIST

I am a strategic partner, navigating complexity & creating clarity.

I help brands find their way in China and across Asia with bold, culturally attuned strategies. My expertise spans the brand strategy spectrum, from developing initial inputs to shaping the final picture.  

Consumer Profiling and Exploratory Research: Cultivating a thorough understanding of the cultural landscape and target audience through qualitative research.

Brand Positioning: Defining the brand's core identity within the Chinese consumer context.

Brand Narrative: Developing culturally synergistic opportunities to embed brands into daily life. 

Market Entry Strategy: Crafting clear, emotionally compelling stories that elevate brand potential from boardrooms to social posts.

Product and Innovation Strategy: Designing product positioning and future trajectories based on deep consumer insights and market exploration.

Marketing and Communications Strategy: Translating creative thinking into powerfully memorable, campaignable, long-term platforms. 

Client partners past & present.

Project sampling snapshot.

Don’t take it from me…

Kate’s ability to streamline complex information into a concise, organized and impactful strategy is truly remarkable. She is a game-changer for our team.

— Sabrina Shao, China Customer Knowledge & Strategy Lead, Lincoln

She is fast, on-point, and a blast to work with. Kate will help you find opportunities with such ease that you’ll wonder why it doesn’t come easily to most. That’s why you need Kate. 

—Nicky Wang, CEO, WE Red Bridge

Kate was the strategic force. She was a resourceful source of clarity, always finding simplicity in the chaos, making creative more powerful.

— Babita Baruah, Regional Executive Director, VMLYR

A little about me. 

  • Shanghai-based. Ex-New Yorker/Bostonian. 

  • Ex-product design. Ex-advertising. A hybrid of all.

  • Fast - think fast, learn fast, talk fast, and move fast. A sprinter, not a marathoner in all of life’s contexts. 

  • Always on the hunt for fascinating non-fiction. 

  • Never say no to a reformer class, a Bikram sweat, or a bike ride with the kids.

  • Home is being a mom of two little munchkins and a partner to my British other half. Location-agnostic. 

  • Luxury skincare of any kind.